Which, very similar to the ‘info’ contained therein, is distinctly Limp.

“We’re excited that hundreds of thousands of consumers can be opening new Amazon units this vacation season. This has already been the most important vacation purchasing season for Amazon units, and we’re energized by the yr over yr progress for all of our product classes,” stated Dave Limp, Senior Vice President, Amazon Units.

Full credit score to a person referred to as Limp for sounding so energized. Factor is although, there are not any precise numbers within the press launch. Just about the greatest you get is Limp’s “tens of millions of consumers”. Which in fact tells us zero. Nada. Zilch.

Or the “tons of of hundreds” of Kindles Amazon claims have been purchased over the weekend. Albeit the e-reader was first launched waaaaay again in 2007, and is into its seventh gen iteration today. In order that’s ‘tons of of hundreds’ throughout scores of fashions, maybe bought new or perhaps additionally being recounted as clocked up used gadget gross sales by way of Amazon’s market. We will however speculate.

Positive, Amazon may need collectively bought extra hardware than it did final yr, given it’s attending to outline all its personal measurement parameters and never telling us what they’re.

It’d even have had its “greatest ever purchasing weekend” — particularly as that phrase doesn’t actually have a hard and fast which means both.

However with out understanding precisely what number of units it winkled into clients’ palms in 2014 — maybe at slashing reductions, because it ended up needing to use to clear stock of its Firephone flop — then we actually can’t draw any strong conclusions concerning the efficiency of Amazon hardware in 2015.

And that’s how Amazon likes it.

6x or 3x an unknown amount isn’t a press release value making. It isn’t even a press release. It’s an obfuscation.

Nonetheless, crafting a vacation momentum press launch with out together with any precise metrics is an spectacular efficiency in and of itself.

We’ve requested Amazon if it has any precise gross sales figures it want to share and we’ll replace this submit with any response. I wouldn’t maintain your breath.